ÖFB Cup Grazer Derby – 2023
On the 2nd of November 2023, uniqFEED had the opportunity to debut our football virtual advertising solution at the historic Grazer Derby as part of the UNIQA ÖFB Cup in Austria. This also marked the first time the ÖFB Cup has ever utilized VA technology.
uniqFEED partnered with international sports management agency sporteo, who recognized the value of virtual advertising and wanted to showcase this to their sponsors and commercial partners. For this deployment uniqFEED inserted virtual content into the goal area at either end of the pitch (known as goal-side inserts), rotating the branded messaging from 5 different sponsors throughout the match.
uniqFEED operated on-site, working with broadcaster ORF to integrate the technology. A duplication of the world feed was created with virtual content inserted.
Physical cam carpets have been used for decades and are typically printed on weighted tarpaulins. These are expensive to produce, heavy, inconvenient to transport and result in unnecessary waste, becoming redundant when sponsor agreements or marketing campaigns come to an end. With virtual advertising technology, content can be digitally inserted onto the playing surface and can take any format or display any branded messaging required by the sponsor. Virtual content can also be altered at short notice and can also feature animations and rotations of multiple brands in those positions in the same match.
The Grazer Derby is a historic clash between the two most successful football clubs in Graz – SK Sturm Graz and Graz AK. Always a highly emotional game, this particular clash was no different, with plenty of cards, dubious fan behaviour and an electrified atmosphere within the stands. There have been 198 encounters between the two teams in various competitions since 1920. This match was played as part of round 16 of the UNIQA ÖFB Cup, and took place the sold-out Merkur Arena, which serves as both team’s home ground. In the end, reigning champions SK Sturm Graz emerged victorious.
A classic and highly-charged clash like this one draws eyeballs from far and wide. There is a clear opportunity for sponsors to capitalize on this attention with their sponsorship messaging. By utilizing virtual advertising technology, sporteo was able to offer prime sponsorship inventory in the goal area to, not just one, but five different sponsors, whose branding was rotated throughout the event.
Interested to learn more about virtual advertising? Get in touch with the team with any questions.
How it Works - Virtual Goal Side Inserts at the Grazer Derby
Bauhaus was one of five logos inserted into the goal area